Simple pointers for effective ecommerce design

As e-commerce explodes through the development of technologies, increase in faster internet connection speeds and the wider access of the internet to all, so too does the level of competition that your e-commerce store will come up against.

With that in mind it is essential to plan, design and build your e-commerce website for optimum effect.

Here are a few simple pointers for effective e-commerce web design:

Mike It Clear

Your e-commerce website design should make it perfectly clear WHY your visitor should purchase from you.

Use big, bold yet simple messages and images to portray that communication.

Do you offer low prices? Is your dispatch service fast? Do you have a wide selection of products to choose from? Do you offer a set of specialised products that are hard to find?

Understand what you offer that will make the lives of your prospective customers easier and more enjoyable, and then tell them!

Make It Easy

Give your visitors lots of ways to find what they are looking for.

A top level navigation could give them the section that a product falls into, whilst a secondary navigation could give them a list of specific product categories.

A simple and advanced search option can help them locate the items that are a little harder to find, and a popular products list can help to encourage additional purchases.

Make It Convenient

By simplifying the process, speeding up the time it takes from landing on your site to making payment, you can significantly increase conversion rates as this makes your site much more convenient for the shopper to use.

Every last little pixel of your site should be scrutinized from the perspective of the customer, with a view to continual improvement of process. Don’t simply finish your site design and say “great, we’ll never have to do that bit again”.

Make It Engaging

Grabbing the attention of your visitor is obviously essential for making conversion, but you can go the extra mile through the use of advanced approaches including things like gift-giving options, order tracking abilities and a customized user account where they can view past purchases and make quick and easy repeat orders.

No Surprises… We Hate Surprises!

Make all your information available to the visitor quickly and easily including your Privacy and Security Policy, Additional Charges Policy, Returns/Refunds/Exchanges Policy and Shipping & Handling Policy.

Consider the use of a FAQ’s sections and keep it updated regularly.

Summary

A well thought-out, professionally designed and trustworthy e-commerce website will significantly improve your online business performance.

Remember, your website is your shop window, so make it as clean, tidy, attractive and engaging as possible to achieve that much desired conversion.

Want to know more about e-commerce web design? Get in touch.

Keeping your website legal

For most of us building a website is a really exciting time in the business lifecycle. It’s our opportunity to add a little bit of creative flare into our business image, and it’s a way of introducing our business to the wider world.

Something that we often forget during this process though is the legal side of things. Keeping our web presence on the right side of the law, both here and in other countries is essential. It may not seem like anything to worry about at first glances (you are probably thinking that there are so many websites online that the chances of being prosecuted are minor) but the liability that you face is potentially huge should you not take some simple steps to protect yourself and your business.

Copyright

The first thing you need to understand is that all content both offline and online holds a copyright. Images, text and design are all examples of content that can hold copyright.

There are two ways you can ensure that you do not breach anyone’s copyright.

  1. Ensure that your content is your own work and unique to you. That means using your own words, your own images (taken by you or for you) and ensuring that your website is designed from scratch and uses unique code.
  2. Ensure that any content you use that is not rightfully yours is licensed for you to use, and that you use that content exactly as per the terms of your license. That means that if perhaps you don’t have your own images you may consider purchasing stock images from an online site. When doing this ensure that you check the terms of the license agreement and ensure that you retain proof of purchase and your granting of license. If you want to use other peoples text, designs or even want to link to their content then ensure that you first seek permission to do so, and keep a record of that permission just incase you are ever challenged.

Trademarks

Sometimes you can infringe registered trademarks without even realizing it. There are lots of different things that people trademark including images, words and phrases.

It’s not only the actual content of your site that you need to think about when it comes to this, but also the domain name (web address) that you register where your website is displayed.

You should carry out thorough checks before purchasing domain names, using straplines and so on, to ensure that you do not breech registered trademarks – be it intentional or not.

Defamation

Making false statements about someone or some organization that could be damaging to their reputation means that you could be held liable for a defamation claim.

It doesn’t mean that you can’t mention people or businesses online, but it does mean that you can be held accountable for what you say.

As a basic form of protection you should ensure that if you do have a need and a reason to pass comment then that comment must be based 100% on fact – the truth!

Linking

Without links the World Wide Web would not be World Wide, nor would it be a Web. However, there are a few no-no’s when it comes to linking.

Do not use an IMG link, which shows the images located on someone else’s website on your own. This is a form of copyright breech as you are using their work as your own. If you wish to do this you should first seek the copyright owner’s express permission to do so, and retain a record of that permission.

Using frames within your website to display external content. This again runs the risk of breeching copyright, than less of course that content belongs to you. If you wish to do this then again ensure that you first seek and gain permission, and have a record of that permission.

Usage Policies

Every website should set out clear guideline for use of the site in the form of a Terms of Usage or Terms and Conditions style document. The document should be easily viewable online and in some cases it could be worth providing a printable copy too.

A Privacy Policy should be in place to explain to visitors how you treat their privacy. This is especially important should your site collect information from them, sell products or services, or use cookies to track their browsing habits whilst on your site – even if you use external services such as Google Analytics rather than your own on-site service. And, as per new EU Legislation you must also seek to gain a visitors permission to use cookies prior to them using your site. A simple pop-up window that asks them to either agree to the policy or not use your site should protect the average website.

Accessibility 

The Disability Discrimination Act here in the UK means that if you own a website you must take all reasonable steps to ensure that it can be accessed by everyone, regardless of their ability.

In order to adhere to this legislation you should ensure that your website is built inline with W3C standards and you should regularly review your website design and performance to ensure that it remains compliant as technologies change.

Protection

Sometimes it isn’t always possible to stay totally within the law. It could be that the use of a single word could breech someone’s trademark, and potentially no end of research would flag that breech up.

If your website is commercially based (used for business rather than pleasure) then it would be strongly recommended to think about some form of insurance cover should the worst happen.

Many standard insurance policies for business now include a clause regarding the running of a website, or at least have add-in’s to cover for such things. If however you run an e-commerce site the it would be advisable to look into full e-commerce insurance to ensure that you are fully protected for all eventualities.

Summary

We are by no means experts on the law. We are not legally trained, nor should our advice within this post be taken as gospel.

Wherever possible, should you feel that your website requires it, you should consider seeking out professional legal advice.

However, hopefully this article will serve as a rough guide to help you make informed decisions.

How to accept online payments via your website

If you are considering selling products or services online then you will more than likely be thinking about how are able to accept credit/debit card payments on your website, and whether or not it will be beneficial to you to be able to do this.

There are two main benefits to accepting online payments via your website:

First, you are able to reach out to IMPULSE BUYERS that stumble across your website and are ready and willing to buy. If you only accept cash and cheque payments then this makes the buying process harder for your visitor, who is likely to click away and find another site that does accept cards.

Second, you open your business sales up to INTERNATIONAL CUSTOMERS who wouldn’t usually be able to buy from you but who are still willing to buy. Selling Internationally via the web can be a quick, easy and extremely profitable way of growing your turnover.

There are two ways that you can accept payments via your website.

1. Using your own merchant account:

You will need to get in touch with your bank to arrange this. Requirements vary between banks and depending on the country your trade in, so checking directly with your bank is the best way forward.

2. Using a third party merchant:

There are lots of companies that provide this service, probably the most notable being PayPal. You may find that the transaction fee is slightly more expensive than using your own merchant account, but usually a third party merchant will not require any kind of monthly admin fee, working out cheaper overall.

What’s next?

Once you have chosen a method you will need to decide how you are going to implement the actual selling side of things on your website.

You can set up an e-commerce website that is designed specifically for selling online, and most shopping carts now allow you to sell digital goods such as ebook downloads as well as physical goods.

If you have a WordPress based website you can download a simple shopping cart plugin that will convert your chosen posts and pages into active products that can be sold, and you can choose whether to use your own or a third party merchant account.

If you have a static website then you can use the “Buy Now” buttons that 3rd party merchant such as PayPal provide free of charge. These buttons are simply inserted next to the details of the product or service you are selling and are pre-programmed within your PayPal account with the product details and price.

Summary

Setting up online payments via your website is relatively simple and in most cases can be done yourself.

There are however some other things you need to think about such as ensuring that you have a Terms and Conditions/Privacy and Security Page, will you process payment transactions using a secure server (SSL), and are your sales pages legal with all the correct details easily accessible?

The prices you display must be the prices you charge. You should not try to trick visitors into buying a product or service, and all of your policies and terms should reflect the legal buying rights of the consumer, which now includes distance-selling legislation here in the UK.

Selling online can be an extremely profitable way to do business when done right. A little focused research prior to implementation will keep you on the right side of the law, and choosing the right approach for implementation of accepting online payments is key to your success.